If we are not performing user research, the odds are that two-thirds of the features we are building deliver zero or negative value to our organization, even as they make our codebase ever more complex, thus increasing our maintenance costs over time and making our software more difficult to change. Furthermore, the effort to build these features is often made at the expense of delivering features that would deliver value (i.e., opportunity cost). Jez Humble joked, “Taken to an extreme, the organization and customers would have been better off giving the entire team a vacation, instead of
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